MSNBC’s Evolution: Network Faces Transformation and Viewership Challenges in 2025
Network Transformation and Leadership Changes
Early 2025 brought significant changes to MSNBC’s leadership, with Jones stepping down as head of the network. NBCUniversal executive Mark Lazarus confirmed MSNBC would retain its existing brand, and Rebecca Kutler was appointed as president in February 2025.
Under Kutler’s leadership, the network announced major changes to its lineup and plans to expand its newsgathering resources, including establishing a dedicated Washington bureau. Notable programming changes included the cancellation of The ReidOut, with Joy Reid leaving the network immediately.
Ratings Performance and Viewership Trends
In the first quarter of 2025, MSNBC maintained its position as the second most-watched cable news network, averaging 593,000 total day viewers, trailing behind Fox News’s 1.919 million viewers but ahead of CNN’s 428,000 viewers. In the key adult 25-54 demographic, MSNBC averaged 57,000 total day demo viewers. The Rachel Maddow Show remained the only non-Fox News program to rank among the quarter’s top 15 cable news programs.
Notably, MSNBC was the only cable news network showing audience growth between weeks one and ten of the new Trump administration, with total day viewership increasing by 8% while competitors experienced declines. The network has achieved particular success in Washington D.C., where it ranks as the most-watched cable network, and leads among Black Americans while maintaining strong positions with Hispanic and Asian viewers.
Digital Expansion and Future Direction
MSNBC’s digital presence has shown remarkable growth, reaching 34 million unique visitors and generating 577 million minutes of engagement in January 2025. The network has maintained its #1 position in total minutes for 46 consecutive months. Since Inauguration Day, MSNBC Digital has experienced a 34% increase in page views and a 37% increase in video views. The network’s social media presence has also expanded significantly, with YouTube views increasing by 156% month over month and TikTok views growing by 366% year over year.
Looking ahead, MSNBC is preparing for a significant rebranding initiative, announcing plans to become MS NOW (My Source for News, Opinion, and the World) as part of its ongoing evolution.
